(3 May 2006 4:00 pm)

MUMBAI: MTV Asia Pacific has entered into a collaboration with Korean multimedia developer Wizmax to launch a customizable on-demand music and entertainment broadband and mobile community platform in Korea called MTV BoomBox.

The venture has established a state-of-the art prototype that will serve as a model for customisable MTV platforms in the broadband and wireless content services arena across Asia.

MTV Boombox will be an online entertainment destination utilizing state of the art technology across online and mobile platforms. The service will provide Korean consumers a digital community featuring local and international MTV programming on-demand, a wealth of user-generated content and a vast library of local and international music video and audio downloads, all celebrating the vibrant culture of music. MTV Boombox marks the first MTV-branded broadband network in Asia and the first video-based music community site to launch in Korea.

Featuring a combination of free and paid streaming and downloading services including MTV programming, music, music videos, radio and more, MTV Boombox will allow users to customise their experience with video blogs, podcasting, file uploading and personalized homepages all designed to seamlessly connect with PCs, mobile phones and MP3 players. MTV Boombox will roll out in three phases beginning in May with full applications available to consumers by the third quarter of the year.

MTV Asia Pacific president Nigel Robbins says, “Korea’s advanced technology allows us to deliver our world-renowned content in ways never seen before, and sets the tone for our future digital growth throughout the region.”

Wizmax CEO Geoffrey H. Keum says, “The strategic alliance between the world’s best content provider and Wizmax’s digital multimedia service and technology will certainly make a global impact. MTV Boombox will introduce the next generation of new media services to Korea and throughout Asia.”

MTV Boombox will provide users with an entertainment gateway, showcasing music and pop culture in MTV’s distinct editorial voice with applications allowing the user to customize and share their experience with others. Along with full episodes of original programming such as TRL Seoul available on-demand.

MTV Boombox will also feature video clips from shows like Laguna Beach and access to events like the MTV Asia Awards. MTV says that the new venture also allows a wealth of sponsorship opportunities including full TVC streams and exclusive sponsored content not available on the free to access sections. Sponsors can provide MTV Boombox subscribers click-thru content such as the pre-release of music, performances and MTV series only available on broadband.

MTV Boombox also offers advertisers creative re-skins reflecting corporate branding, all seamlessly integrated into the look and user-friendly design of MTV Boombox.

MTV Boombox is the sixth MTV-branded broadband network launched by MTV Networks. MTV Overdrive was launched in April 2005 in the US, followed by the September launch of a customized service for Latin America called MTV Revolution. mtvU, MTV’s US-based college network, launched Uber in 2005, marking the company’s first network to be available in its entirety on broadband.

Another localised service for MTV Overdrive launched in conjunction with the debut of MTV Canada in March 2006 and MTV Overdrive in the U.K and Ireland launched last month. The company has plans to launch additional online, on-demand services for MTV and Nickelodeon internationally throughout the year.